The industry talks about brand evangelists with increasing frequency. This sought-after desire to turn standard shoppers into loyal fans who champion a brand is one of the most alluring ideas in marketing. And yet, perhaps that idea also has the ability to send us off-course sometimes.
People don't care about brands as much as many in the industry may think that they do. Additionally, people are not very monogamous with their brand choices. These ideas have some evidence behind them as documented in a presentation over at Canalside View, which continues to be one of the best planning/industry blogs running.
A key idea to consider: While fans are the most valuable customer they are probably not the most valuable consumer.Consider this sales data example in the CPG category, courtesy of Canalside View...
What cuts through consumer indifference? Excellence, of course.
Check out the full presentation, How To Fail, here.